Healthcare Businesswomen’s Association (HBA) is an influential healthcare non-profit and network of industry thought leaders. By enabling organizations to realize the full potential of their female talent, HBA is actively working to achieve gender parity in leadership positions and change the face of healthcare. HBA looked to us to address a number of present-day challenges related to how they connected with members and corporate partners through both brand visuals and messaging.
Our team facilitated a number of discovery sessions with nationwide representation and engaged in feedback webinars with six membership sub-groups. This insight helped inform our creative and allowed us to build a bold, reimagined brand that resonates emotionally, conveys the impact of their important work, and makes compelling statements about their mission. We developed a timeless yet timely logo, pairing it with a refreshed color palette and expressive portrait photography. This visual brand program is complemented by powerful and focused messaging, creating a new impression that speaks to HBA’s 40-year heritage while pointing to their forward-thinking, innovative spirit.
In the words of the HBA’s CEO, Laurie Cooke, “Pivot has helped take HBA’s brand identity to the next level. Their strategic approach has been transformative, helping us get to the heart of who we are as an organization. With a smart and efficient team, they delivered the expertise we needed to build a truly incredible brand—one that’s already making an impact and helping us to advance our mission. Ultimately, our collaboration with Pivot has allowed us to do more than elevate our look and our message. It’s given us the tools we need to position HBA as a bold leader, advocating for gender parity in the healthcare and life sciences industries”.